waka kotahi nz transport agency - belted survivors
Waka Kotahi NZ Transport Agency does a lot of amazing work in keeping our community safer on the roads. This campaign addressed the crash data statistics that show there are areas of New Zealand where injury or death could have been prevented on a number of occasions if a seat belt was worn. CARTEL Media was asked to spearhead the Out-Of-Home media distribution in one of the most ambitious campaigns undertaken with a great agency and client.
The Solution
After a nationwide search to find survivors of serious vehicle accidents, some stunning award winning imagery was executed to replicate the injuries suffered including the bruising from their life-saving seat belt. The imagery produced was powerfully confronting and so required specific positioning.
The Bar CARTEL car park environments ticked all the boxes. Billboards of up to 3.5 metres tall were erected in the car parks of on-licenced establishments by the On Demand CARTEL team. This campaign quickly expanded to over 95 sites in the most statistically relevant areas around NZ, a real test of the reach capabilities of CARTEL Media.
The use of bathroom and in-bar frame ads in CARTEL licenced bars, pubs, and clubs helped to double down on the message of this campaign, making it truly unavoidable.
The RESULT
The demands of the geographical spread of this campaign were met by CARTEL Media and the campaign continues to run a year on from it’s start. Geographical choices continue to be analysed and tweaked to perfectly target the audience that needs to digest this message the most.
Feedback from the establishments involved has been overwhelming, with stories of the open conversations that have taken place with patrons a testament to imagery and longevity of this campaign.
The industry recognition for this campaign has been encouraging as an aside from it’s designed purpose. Of particular note was the accolades earned from the 2020 Axis Awards where a Gold for Outdoor Advertising was awarded among a host of other Golds and the overall Grand Axis Award.
Crash statistics and effectiveness continue to be monitored by Waka Kotahi NZ Transport Agency.